DIY and Gardening Retailing - Ireland - April 2015

“DIY and garden retail was more likely to comprise of products from the softer ends of the categories in 2014, with a focus on décor and plant/flowers perhaps indicating that consumers’ understanding of DIY has increasingly transitioned towards creating a look rather than carrying out extensive home improvement works”

– David Falls, Research Analyst

This report covers the following areas:

What are the main types of DIY/garden purchases that consumers are making?

Who are DIY/garden retail consumers?

Who are the key retailers operating in the NI and RoI DIY and gardening market?

What opportunities are there for DIY/gardening retailers to appeal to Irish consumers?

Looking ahead, what social and economic factors will impact upon DIY and garden retailing in Ireland?

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Companies and Innovations

Dulux offers a new visualiser app allowing customers to view paint on their walls

Company profiles

Specialists

Country Life Garden Centres

Home Retail Group (Homebase, Argos)

IKEA

Kingfisher Group (B&Q and Screwfix)

Woodie’s

Non-specialists

B&M

Dunnes

Poundland/Dealz

Tesco

The Consumer – Types of DIY Products Purchased

Key points

Irish consumers more likely to have bought softer DIY products

Figure 22: Types of DIY/home improvement products personally bought by consumers in the last 12 months, NI and RoI, December 2014

Younger consumers in NI more likely to have purchased a fitted kitchen/bathroom/bedroom

Figure 23: Consumers who personally bought a fitted kitchen/bathroom/bedroom in the last 12 months, by age, NI, December 2014

Likelihood of purchasing paint/wallpaper increases with age

Figure 24: Consumers who personally purchased paint/wallpaper in the last 12 months, by age, NI and RoI, December 2014

Flat-pack/self-assembly furniture more likely to be purchased by consumers with children in the home

Figure 25: Consumers who purchased flat-pack/self-assembly furniture in the last 12 months, by age of children in household, NI and RoI, December 2014

The Consumer – Types of Gardening Products Purchased

Key points

Garden consumables the most popular purchases

Figure 26: Types of garden/gardening products personally bought by consumers in the last 12 months, NI and RoI, December 2014

Likelihood of purchasing growing stock and media increases with age

Figure 27: Consumers who personally purchased growing stock and media over the last 12 months, by age, NI and RoI, December 2014

Irish men more likely to purchase gardening tools

Figure 28: Consumers who purchased manual garden tools (eg hosepipes, rake) in the last 12 months, by gender, NI and RoI, December 2014

Outdoor living products more likely to be purchased by RoI consumers with older children in the household

Figure 29: Consumers who purchased garden furniture and barbecues in the last 12 months, by age of children in household, RoI, December 2014

The Consumer – Usage of DIY/Gardening Retailers

Key points

Specialists lead DIY and gardening retailing

Figure 30: Types of retailers that consumers have bought DIY/gardening products from in the last 12 months (online or in-store), NI and RoI, December 2014

Irish men a key market for B&Q

Figure 31: Consumers who purchased gardening products from B&Q in the last 12 months (online or in-store), by gender, NI and RoI, December 2014

Argos the leading non-specialist DIY retailer

Figure 32: Consumers who bought DIY products from Argos in the last 12 months (online or in-store), by gender and age, NI and RoI, December 2014

Consumers approximately as likely to buy from supermarkets as garden centres

Figure 33: Consumers who bought garden products from other garden centre or nursery (ie mainly sells plants) in the last 12 months (online or in-store), by age, NI and RoI, December 2014

Figure 34: Consumers who bought garden products from supermarkets (eg Tesco) in the last 12 months (online or in-store), by age, NI and RoI, December 2014

Consumers with no children in the home more likely not to have purchased DIY/gardening products

Figure 35: Consumers who have not bought DIY or garden products in the last 12 months, by age of children in household, NI and RoI, December 2014

The Consumer – Factors to Increase Visits to DIY/Garden Retailers

Key points

Loyalty schemes and expertise are key attractions for Irish consumers

Figure 36: Factors that would encourage consumers to visit garden centres/ DIY stores more often, NI and RoI, December 2014

Four in 10 RoI women would be attracted by loyalty schemes

Figure 37: Consumers who would be encouraged to visit garden centres/DIY stores more often in response to a loyalty scheme for purchases of garden/DIY products, by gender and social class, NI and RoI, December 2014

Mature consumers more likely to be attracted by staff who could demonstrate the use of tools

Figure 38: Consumers who agreed that staff who can demonstrate the use of tools would encourage them to visit garden centres/DIY stores more often, by age, NI and RoI, December 2014

Garden/home displays more likely to inspire women to visit retailers more often

Figure 39: Consumers who would be encouraged to visit garden centres/DIY stores more by inspiring garden/home displays (eg planting schemes, fitted kitchens), by gender, NI and RoI, December 2014

Figure 40: Consumers who would be encouraged to visit garden centres/DIY stores more by inspiring garden/home displays (eg planting schemes, fitted kitchens), by age, NI and RoI, December 2014

Appendix

NI Toluna tables

Figure 41: Types of retailers that consumers have bought gardening products from in the last 12 months (online or in-store), by demographics, NI, December 2014

Figure 42: Types of retailers that consumers have bought gardening products from in the last 12 months (online or in-store), by demographics, NI, December 2014 (continued)

Figure 43: Types of retailers that consumers have bought gardening products from in the last 12 months (online or in-store), by demographics, NI, December 2014 (continued)

Figure 44: Types of retailers that consumers have bought DIY products from in the last 12 months (online or in-store), by demographics, NI, December 2014

Figure 45: Types of retailers that consumers have bought DIY products from in the last 12 months (online or in-store), by demographics, NI, December 2014 (continued)

Figure 46: Types of retailers that consumers have bought DIY products from in the last 12 months (online or in-store), by demographics, NI, December 2014 (continued)

Figure 47: Types of DIY/ home improvement products personally bought by consumers in the last 12 months, by demographics, NI, December 2014

Figure 48: Types of DIY/ home improvement products personally bought by consumers in the last 12 months, by demographics, NI, December 2014 (continued)

Figure 49: Types of DIY/ home improvement products personally bought by consumers in the last 12 months, by demographics, NI, December 2014 (continued)

Figure 50: Types of garden/ gardening products personally bought by consumers in the last 12 months, by demographics, NI, December 2014

Figure 51: Types of garden/ gardening products personally bought by consumers in the last 12 months, by demographics, NI, December 2014 (continued)

Figure 52: Factors that would encourage consumers to visit garden centres/ DIY stores more often, by demographics, NI, December 2014